The launch of Sir Gallahad perfume by Isabey in 1924 occurred during the interwar period, a time marked by significant social and cultural shifts following World War I. This era was characterized by the Roaring Twenties, a time of economic prosperity, cultural dynamism, and changing social norms. Fashion, art, and literature flourished, with a strong emphasis on luxury and decadence among the upper classes.
The choice of the name "Sir Gallahad" for a perfume during this time period reflects the fascination with romanticism, chivalry, and the medieval era. Sir Gallahad is a legendary figure from Arthurian lore, known for his purity, bravery, and quest for the Holy Grail. By associating the perfume with such a noble and heroic character, Isabey sought to evoke notions of elegance, sophistication, and timeless allure.
The use of the knight theme in perfume naming, including Isabey's Sir Gallahad and Ciro's Chevalier de la Nuit, likely stemmed from the popular fascination with medieval romance and chivalry during the early 20th century. These themes appealed to the imaginations of consumers, offering a sense of escape from the realities of the modern world.
Moreover, the competition between Sir Gallahad and Chevalier de la Nuit reflects the rivalry among perfume houses to capture the attention and patronage of consumers during this period of burgeoning consumer culture. Both perfumes aimed to embody ideals of romance, mystery, and sophistication, catering to the tastes and desires of the fashionable elite.
In summary, the launch of Sir Gallahad perfume in 1924 coincided with a period of cultural fascination with romanticism and chivalry. The choice of the name and theme reflects the desire to evoke notions of elegance and sophistication, while also competing in the flourishing perfume market of the time.
